Z人寿公司营销策略研究

发布时间：2018-03-02 00:10

本文关键词： 寿险寿险营销策略中国人寿　出处：《广西师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：自上世纪80年代保险业进入我国来,寿险作为保险业重要组成部分历经风雨,获得了突飞猛进的发展。现在人们的生活越来越离不开保险,保险对于提高人们的生活质量和社会的和谐发挥着重要的作用。在过去的20年间,个人保险代理一直作为我国寿险营销体制的主要模式,为寿险行业的发展作出突出贡献,极大的促进了寿险的迅速发展,然而现在这种模式的发展已经进入瓶颈期,整个行业已经面临保险营销员管理粗放、法律地位不清楚,保险营销员流动性大等现象,个人营销模式在发展中也遇到了队伍建设难度和管理成本日益增大,人员素质和人均产能逐步下滑等困难,在这种情势下,寿险要获得更大发展,开拓新的销售渠道势在必行。本文研究了国内外寿险的营销模式,首先对国外美国、英国、日本三种营销模式进行了分析,对比研究了美国独立代理营销模式、日本员工制营销模式英国经纪人营销模式三类典型的寿险营销模式,然后再对国内寿险营销模式发展历程和现状进行研究分析,通过国内外寿险营销模式的对比分析及经验借鉴总结出了我国目前寿险营销模式发展的方向。本文选取中国人寿为案例公司,首先研究了该公司的经营情况和各营销模式发展情况,然后根据中国人寿经营和发展状况,对公司寿险营销员数量和财务指标的相关性进行了实证分析,从而分析当前中国人寿面临的一些困境,最后通过公司的SWOT分析,从优势、劣势、机会、威胁四个方面综合分析了中国人寿目前营销模式所处环境及所面临的问题,有针对性的提出对策和建议。文章着重分析了中国人寿营销模式存在的问题,如:产品设计不能满足市场需求,营销渠道发展单一,保险营销员的法律地位模糊,公司管理粗放等。针对公司现有的营销模式提出了优化措施:明确保险营销员法律地位,加强公司治理,拓宽营销渠道、综合金融服务发展。
[Abstract]:Since the insurance industry entered our country in -20s, as an important part of the insurance industry, life insurance has gained a rapid development through wind and rain. Now people's lives are more and more inseparable from insurance. Insurance plays an important role in improving people's quality of life and social harmony. In the past 20 years, personal insurance agent has been the main mode of life insurance marketing system in China, and has made outstanding contributions to the development of life insurance industry. It has greatly promoted the rapid development of life insurance, but now the development of this model has entered a bottleneck period. The whole industry has faced extensive management of insurance marketers, unclear legal status, large mobility of insurance marketers, and so on. In the process of development, the personal marketing model has also encountered difficulties such as the increasing difficulty of team building and management costs, the gradual decline in personnel quality and capacity per capita, and so on. In this situation, life insurance needs to achieve greater development. It is imperative to open up new sales channels. This paper studies the marketing models of life insurance at home and abroad. Firstly, it analyzes three kinds of marketing models abroad, such as the United States, Britain and Japan, and makes a comparative study of the independent agency marketing model in the United States. Three typical life insurance marketing models, the British broker marketing model, and then the development of domestic life insurance marketing model and the status quo of the research and analysis, Based on the comparative analysis of domestic and foreign life insurance marketing models and experience, this paper summarizes the development direction of life insurance marketing model in China. This paper selects China Life Insurance as a case company. First of all, the paper studies the operating situation and the development of each marketing model of the company, and then, according to the operation and development of China Life Insurance Company, it makes an empirical analysis on the correlation between the number of life insurance marketers and the financial indicators. In the end, through the SWOT analysis of the company, this paper comprehensively analyzes the environment and problems of China Life's current marketing model from four aspects: strengths, weaknesses, opportunities and threats. The article analyzes the problems of China Life Insurance marketing model, such as: product design can not meet the market demand, marketing channel development is single, the legal status of insurance marketers is vague. Aiming at the existing marketing mode of the company, the author puts forward some optimization measures: clear the legal status of insurance marketers, strengthen the corporate governance, broaden the marketing channels, and synthesize the development of financial services.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F842.3

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